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Representative work across industry sectors: healthcare, education, technology, consumer electronics, consumer goods, financial services


<ul><li> 1. Products, services, experiences.Representative work acrossindustry sectors: health care education consumer electronics consumer goods financial services technology + software Joanne Mendel</li></ul><p> 2. Health care: Services | Translating customer needs into a better HMO experienceClient objective: A prominent healthcare insurance provider wanted to optimize theThis solution revealed that for Seniors, the decision to renew membership was predicatedmembership renewal experience with Seniors by developing a deep understanding of theiron key touch points with the insurer during their care experience rather than the annualcustomer experience. The resulting insights were needed to drive marketing andmembership drive. It identified design principles for the desired experience to serve as acommunications strategies and development of communications for client initiatives and for the development of a communications strategySeniors HMO ecosystem of careCaring Connectionsscenario123A series of HMO ecosystem maps dimensionalized multiple A key insight was that it was more important to Seniors that the Design principles were derived from insights into the customeraspects of Seniors experience, perceptions and interactions with the HMO tangibly demonstrate that they care during their treatment experience and led to strategies, tactics and examples for how toHMO system of care. These resulted from analysis of information experiences throughout the year rather than at the annualstrengthen retention through multiple touch points with Seniorsgleaned from member diaries and 1:1 interviews. membership renewal time .in ways that demonstrate the insurer cares.4 experience scenarios depicted the most common interactionsmembers have with the insurer between renewal periods. Theyidentified members pain points across multiple touch points(also opportunity areas for the client to foster customerretention, loyalty and trust in dependable health care)Joanne Mendel 2010 3. Education service | Identifying opportunities for supporting students in educational decision makingClient objective: A U.S. educational corporation wanted to drive greater market share toThis solution here provided a deep and rich understanding of how educational aspirationsits portfolio of ground &amp; online colleges and trade schools. Doing this required a better are threaded throughout peoples life events and work histories. This was translated intounderstanding of potential students and their educational needs, how &amp; when to reachstrategic recommendations for targeted communications through multiple touch points and athem in their decision making process and the role education played in their lives. support system for aiding peoples educational decision making process. 1 2 3In this multiphase project, business consulting and quantitative Design frameworks were created during field research to The analysis that followed identified:phases informed and were shaped by this qualitative phase of work. map peoples life events to their education and work history. 4 types of life paths with corresponding educational mindsetsAn inquiry &amp; analysis plan developed prior to field work anticipated 9 common levers that needed to fall into place before people This revealed patterns in the role of education in their lives, their could act on their educational aspirationswhat information to gather and how to cut the data . motivations &amp; identified barriers to education across life stages. A model of the enrollment decision process. 54Recommendations were made on who to target, at what points in School decision criteria, tradeoffs and touch points were their life stage, how to effectively leverage key touch points for identified for each step of the enrollment decision process.communication and ways to support educational decision making. Joanne Mendel 2010 4. Technology &amp; software sector | Research synthesis + Digital product roadmap developmentClient objective: An online auction house needed to bring together disparate behavioral &amp; This solution provided five strategic recommendations around key dimensions of the onlineattitudinal data and web analytics to understand how their product was meeting customer auction experience to the executive team. Rolled out in product team workshops, theyneeds. The resulting insights needed to drive strategies for improvement. framed next generation product ideation that was strategically aligned with company goals. 1 23Key product issues emerged from a synthesis of series of A holistic view of the issues was developed from the vantage In a series of joint client work sessions, implications &amp;disparate client studies; qualitative &amp; quantitative studies with site point of different customers participating in the auctionrecommendations were prioritized by mapping them to keybehavior tracking results and an information architecture analysis transaction. Implications for product strategy were teased performance metrics and strategic initiatives.of site experience.4 5 Five guiding principles for a desirable customer site experience Ideation work sessions were held with product teams who used were presented to the executive committee for funding andthe principles to generate concepts that would be further explored resource allocation of the the product development process. Joanne Mendel 2010 5. Consumer electronics sector | Product design language for mobile phonesClient objective: A global mobile technology company wanted to design next generationThis solution provided three to four design principles for each segment based onphones for its quantitatively derived U.S. segments. Their product design team needed rich understanding their needs and desires. Principles included colors, materials, forms andinsights into mindsets and lifestyles as well as direction and inspiration to fuel design. finishes that corresponded segment needs and product attributes. A system of phones was framed for achieving maximal market reach while satisfying segment needs &amp; desires. 123To learn about how customer segments see themselves theyDuring ethnographies respondents constructed an identity In analysis segment needs and desires were mapped towere asked to choose three words expressing definingmatrix of themselves by selecting images across adjacent product corresponding colors, materials, forms and finishes. These werecharacteristics of who they are and send supporting lifestyle images. categories that expressed who I am, aspire to be &amp; explaining why. elements of a product design language for mobile phones. Roadmap for implementation 4 5Design principles were derived from the most prominent needs thatSimilarities and differences in aesthetics and functionality werecharacterized each segment. Examples images selected by consumerscompared across the segments to frame a system of phonesprovided the product design team with input about how they interpreted could be designed to satisfy what most segments desire whiledesires like classic &amp; simple through a visual vocabulary. helping the business to achieve market reach. Joanne Mendel 2010 6. Consumer electronics sector | Design principles + Roadmap for next generation appliancesClient objective: A global consumer electronics firm needed to understand the underlyingThis solution provided cultural insights and design principles to guide the global productdrivers and consumer needs for three household appliances; refrigerators, ranges, and design team and a roadmap to guide the formulation of company strategies for productwashing machines in its North American market. development, branding, and communications in the US market..Behavior / needs evaluation matrix 12 3A trends hierarchy resulted from a review of prior client Through ethnographies and online community A behavior/needs matrix aligned consumer pain points with categoriessecondary and trend research and expert interviews. Thisfacilitation, consumer lifestyle needs &amp; attitudes came to light of needs (lifestyle, meal planning, cooking, food storage &amp; clothingprovided insights and a context for observing customer needs. that were based on the contextual usage of appliances in their care) to reveal 3 experiential platforms for differentiating the Roadmap for implementation Experience platform 4 5Design principles emerged from mapping consumer applianceFor each experience platform, a roadmap for implementation wasneeds to trend insights. The principles were used to generatedeveloped that mapped platforms to needs, principles and and guide the clients global product design team. Solution implications were generated for messaging, positioning, merchandising and POS.Joanne Mendel 2010 7. Consumer electronics sector | Translating regional needs &amp; cultural aesthetics into product design languagesClient objective: A global technology company wanted to leverage the fast growingThis solution provided a high level perspective on global/cultural trends, insight intodemand for desktop PCs in emerging markets, but lacked the cultural perspective andhow small &amp; medium business owners make choices and the needs that drive what theydirection that would differentiate their product design in China, Japan and India. look for in a PC design. Visual cultural languages were mapped to the needs identified, resulting in design principles for a product design language in each region. INNER DIRECTEDOUTER DIRECTEDI WORK SMARTERI AM CAPABLE I AM SUCCESSFUL 1 23Cultural trends &amp; business forces affecting design were revealed Global digital ethnos revealed that regional consumer archetypes Consumers associate technology characteristics they need &amp;through expert interviews and indicated how the business had aspirations ranging from inner to outer directed thatdesire with the way they are expressed in various form factors of aopportunity landscape is changing for India, China and Japan.impacted their choice of workstationworkstation, resulting in regional design languages.Roadmap for implementation4 5 A visual language audit of architecture &amp; consumer electronics further A roadmap of design principles for expressing product defined similarities and differences in regional design languages. Byattributes within and across regions identifies regional design associating the visual languages with consumer needs principles for near, mid and long term implementation. identified, design principles for a product design language Joanne Mendel 2010 emerged. 8. Consumer goods: Products | A semiotic analysis for driving product concepts, packaging &amp; positioningClient objective: A national beverage brand wanted to stretch the appeal of its flavored This solution revealed and validated cultural perceptions about the category that weremilk products from ages 3-5 to target the next age bracket upwards. Semiotics andpreviously unknown to the client. This gave the client new ways to think about targetqualitative research were combined to understand the meanings associated with cultural customers and their preferences. This drove brand packaging, positioning &amp; new productindicators of flavored milk habits and rituals in the general U.S. market. concept ideation.Coded media database 1 2 3A semiotic assessment of the flavored milk category was conductedA collection of media available in the public domain (ads, popularCultural perceptions of flavored milk emerged to dimentionalizein parallel with expert interviews in the category. This resulted in culture, retail environments and material artifacts) were assembled the category; how product characteristics are perceived, how thishypothesis that were explored &amp; validated in qualitative research. and coded into a visual database for semiotic analysis. varies with age &amp; gender, appropriate occasions and dining rituals. Product concept framework45 Seeing how drink consumption behaviors have been changing New product concepts were generated by juxtaposing product over time led to projections of emergent trends in the culture. characteristics with their cultural associations. This enabled the client to design product variations that with direct appeal for their target audience. Positioning and messaging followed. Joanne Mendel 2010 9. Consumer goods product experience | Identifying opportunities for a new retail store experienceClient objective: A historic retail brand wanted wanted to target a new, forward thinking This solution revealed meaningful shopping motivations and expectations for the targetedcustomer segment. They needed to inform the design of a system of 40 pilot stores to be segment. Key components of unique and compelling store shopping experiences wererolled out across the US. and compare their shopping experience with that of competitors. identified. The clients store experience was evaluated against competitors to inform storedesign, merchandising and in-store marketing for new stores. 1 23In-store ethnos gathered insights into dimensions of the desired Modeling the customer mindset revealed a constant dialogueMapping customers mindset to the shopping purchase pathshopping experience; Overall store impressions, Navigation ofbetween how they see themselves in relation to the world of fashion revealed what considerations were most important in triggering themmerchandise, Communication of product selection, Merchandising around them; resulting in a cycle of discovery and self expression. to shop, in the store experience and in wearing the product.and displays and Customer service.45 A store evaluation matrix provided a framework for systematically Opportunities for improvement were pin pointed to the stores evaluating the store experience against customer needs andfloor plan. A competitive store analysis revealed how others solved desires. It revealed areas the client was doing well and wherefor similar problems. Concrete recommendations resulted for what there was opportunity for continue, stop and start doing.Joanne Mendel 2010 10. Consumer goods: Product | Opportunity identification: Identifying customer value across touch points of the fast food experienceClient objective: The market for fast food is extremely competitive which has resultedThis solution resulted in a value formula for each customer touch point of their highly refined, predictable customer experiences. An international fast food franchise It identified tangible means of fulfilling customer values in ways that signified to them that theysought to understand what things they could do to demonstrate the value customers were getting the things they sought throughout the experience.were seeking at each touch point of their fast food experience in order to differentiatetheir offering.1 23A value framework identifies the things customers value The customer values were translated through signifiers.Customer values also tapped into higher level benefits thata...</p>